The game belongs to the (With Hello Kitty!) project, which launched in 2009. The goal was to feature "Super Kittylers"—human characters who are obsessed with Hello Kitty and wear fashion inspired by her.

Hello Kitty & Friends: Block Crash Z Announced for 3DS - News

Check out the official Japanese trailer to see the game's unique blend of classic arcade action and 'Kittyler' art style in motion: [Minna no NC] Hello Kitty To Issho! Block Crash Z - Trailer NintenDaanNC YouTube• Sep 25, 2012

It started as Block Crash 123!! on the PSP in 2010.

While the game features cute mascots and colorful visuals, the "Block Crash" series is actually a demanding "Breakout" style action game.